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Analyzing the Scientific Trends and Effects of Sports Studies And Sponsorship: A Bibliometric Assessment of a Prominent Journal | ||
Sports Business Journal | ||
مقاله 4، دوره 5، شماره 2 - شماره پیاپی 14، شهریور 2025، صفحه 73-101 اصل مقاله (1.7 M) | ||
نوع مقاله: Research Paper | ||
شناسه دیجیتال (DOI): 10.22051/sbj.2025.49152.1194 | ||
نویسندگان | ||
Erfan Moradi* 1؛ Ashraf ELmidani2 | ||
1Assistant Professor of Tourism Services and Operations Management, Faculty of Tourism, University of Tehran, Tehran, Iran | ||
2Senior Lecturer, Head of Management Programme FIFA CIES. | ||
چکیده | ||
Purpose: This study explores emerging sports marketing and sponsorship research trends by examining theoretical, thematic, and methodological frameworks across time. Articles were classified based on their relevance to the evolution of sport business industry segments, conceptual, intellectual, and social structures, and their citation patterns. Methodology: The investigation employs a multi-method analytical approach, focusing on research articles published in the prominent International Journal of Sports Marketing and Sponsorship (IJSMS) from 2016 to 2023. Using R software, data were obtained from Scopus and subjected to bibliometric analysis to elucidate scholarly contributions and thematic evolution over time. Findings: The findings indicated that a significant portion of the articles in the paradigm funnel classification were based on experimental observations and analytical methods. The topics covered ranged from sustainability and social media to esports, Twitter, football fans, loyalty, and spectators. Additionally, there was a focus on relationship marketing and service quality as emerging themes. Additionally, the use of quantitative methods, empirical observations, and analytical methods, and the involvement of multiple authors and longer article titles positively impacted article citations. Originality: This research will serve as a valuable roadmap for researchers in sport marketing and sponsorship. Additionally, scholars will be able to discern how articles on a particular topic have evolved through this research. This research offers valuable insights into the evolution of sport marketing and sponsorship research, providing scholars with guidance for future research directions by highlighting historical gaps and niche areas. This comprehensive historical review maps the significant themes in sport marketing and sponsorship research and sheds light on the academic trends that have shaped the field. The findings can help guide scholars toward historically underexplored areas in the literature, aiding in the continued development of the field. While the study highlights key areas such as consumer behavior, sports marketing strategy, and service quality, there remains a lack of focus on interdisciplinary approaches combining sport marketing with emerging fields like sustainability, digital innovation, and social equity. Future research should investigate how advanced technologies, such as blockchain, AI, and the metaverse, reshape fan engagement and sponsorship strategies. Additionally, researchers could examine the role of sport sponsorships in promoting social equity, diversity, and inclusion, primarily through campaigns that address societal challenges or empower marginalized groups. | ||
کلیدواژهها | ||
Bibliometric Analysis Citation impact؛ Research Evolution Sponsorship Trends؛ Sport Marketing | ||
عنوان مقاله [English] | ||
ردیابی روند و تاثیر علمی مطالعات بازاریابی ورزشی و حمایت مالی: تحلیل کتابسنجی یک مجله برجسته | ||
نویسندگان [English] | ||
عرفان مرادی1؛ اشرف المیدانی2 | ||
1استادیار گروه مدیریت خدمات و عملیات گردشگری، دانشکده گردشگری، دانشگاه تهران، تهران، ایران. | ||
2مدرس ارشد، رئیس برنامه مدیریت FIFA CIES. | ||
چکیده [English] | ||
هدف: این مطالعه به بررسی روندهای نوظهور در پژوهشهای بازاریابی ورزشی و حمایت مالی میپردازد و چارچوبهای نظری، موضوعی و روششناختی را در طول زمان تحلیل میکند. مقالات براساس ارتباط آنها با تکامل بخشهای صنعت کسبوکار ورزشی، ساختارهای مفهومی، فکری و اجتماعی، و همچنین الگوهای استنادیشان دستهبندی شدند. روش: این مطالعه از یک رویکرد تحلیلی چندروشی بهره میگیرد و مقالات پژوهشی منتشر شده در مجله بینالمللی پیشرو بازاریابی و حمایت مالی ورزشی بین سالهای ۲۰۱۶ تا ۲۰۲۳ را مورد بررسی قرار میدهد. دادهها از پایگاه اسکوپوس استخراج و با استفاده از تکنیکهای کتابسنجی برای ردیابی مشارکتهای علمی و تغییرات موضوعی در طول زمان با استفاده از نرم افزار R تحلیل شدند. یافتهها: نتایج نشان داد که بخش قابل توجهی از مقالات در دستهبندی قیف پارادایم مبتنی بر مشاهدات تجربی و روشهای تحلیلی بوده است. موضوعات مطرح شامل پایداری، رسانههای اجتماعی، ورزشهای الکترونیکی، توییتر، طرفداران فوتبال، وفاداری و تماشاگران بودهاند. علاوه بر این، بازاریابی رابطهای و کیفیت خدمات بهعنوان موضوعات نوظهور مورد توجه قرار گرفتهاند. همچنین استفاده از روشهای کمی، مشاهدات تجربی، روشهای تحلیلی، همراه با داشتن نویسندگان متعدد و عناوین طولانیتر تأثیر مثبتی بر تعداد استنادات مقالات داشته است. اصالت و ابتکار مقاله: این پژوهش بهعنوان یک نقشه راه برای پژوهشگران در حوزه بازاریابی ورزشی و حمایت مالی مفید خواهد بود. همچنین، پژوهشگران میتوانند با استفاده از این تحقیق، تکامل مقالات مرتبط با یک موضوع خاص را در طول زمان شناسایی کنند. این پژوهش بینشهای ارزشمندی را برای درک تکامل تحقیقات بازاریابی ورزشی و حمایت مالی ارائه میدهد و با برجسته کردن شکافهای تاریخی و حوزههای خاص، راهنماییهایی برای جهتگیریهای پژوهشی آینده به پژوهشگران ارائه میکند. این بررسی تاریخی جامع نهتنها موضوعات مهم در تحقیقات بازاریابی ورزشی و حمایت مالی را نقشهبرداری میکند، بلکه روندهای آکادمیکی را که این حوزه را شکل دادهاند، روشن میسازد. یافتهها میتوانند به پژوهشگران کمک کنند تا به حوزههایی که از نظر تاریخی کمتر بررسی شدهاند توجه کرده و به توسعه مستمر این حوزه کمک کنند. در حالی که این مطالعه حوزههای کلیدی مانند رفتار مصرفکننده، استراتژی بازاریابی ورزشی و کیفیت خدمات را برجسته میکند، عدم تمرکز بر رویکردهای بین رشتهای که بازاریابی ورزشی را با زمینههای نوظهوری مانند پایداری، نوآوری دیجیتال و برابری اجتماعی ترکیب میکنند، وجود ندارد. تحقیقات آینده باید این نکته را مورد توجه قرار دهند که چگونه فنآوریهای پیشرفته مانند بلاک چین، هوش مصنوعی، و متاورس، تعامل طرفداران و استراتژیهای حمایت مالی را تغییر میدهند. علاوه بر این، محققان آتی میتوانند نقش حمایتهای ورزشی را در ارتقای برابری اجتماعی، تنوع و شمول، عمدتاً از طریق کمپینهایی که به چالشهای اجتماعی میپردازند یا گروههای به حاشیه رانده شده را توانمند میسازند، بررسی کنند. | ||
کلیدواژهها [English] | ||
بازاریابی ورزشی, تأثیر استنادی, تحلیل کتابسنجی, تکامل پژوهش, روندهای حمایتگری مالی | ||
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